You are in business to make money -- and to build prestige
for your enterprise and yourself.
The only way to achieve these ends is to see that as many
Willys vehicles and attachments are in the hands of as many users as
possible -- doing the kind of jobs you can boast about.
To do that successfully, you must aggressively search for
possible applications in your marketing area, and show prospects how
Willys fits into their operation.
If those people who are presently using some other source of
power knew the possibilities of applying Willys Vehicles to their
particular jobs, they would probably not be performing their work as
they are now.
They must be shown -- and you are the one to show them.
How do you find out who the possible buyers are?
THIS APPLICATIONS SECTION IS DESIGNED SPECIFICALLY TO ANSWER THAT QUESTION.
First, it brings you a list of actual applications. Using that list as a guide, you can look for similar uses in your territory.
Second, the lists of applications are keyed to help you associate ideas -- so that you need not concentrate on a specific application, but rather on the basic actions involved.
These basic actions consist of.
PULLING (by drawbar)
PULLING (by winch)
PUSHING
LIFTING
HAULING (Personnel or cargo)
TRAVELING ROUGH TERRAIN
PROVIDING MOBILE POWER
Therefore, when mention is made, for example, of a truck
used in hauling gravel in a construction project, you are given a
double-barreled approach. You can look for gravel hauling in construction projects in your own area -- or look for uses in hauling any
other material -- in any other project!
IT IS IMPORTANT THAT YOU LOOK UPON ALL APPLICATIONS YOU HEAR, SEE, OR READ ABOUT EITHER IN THIS SECTION OR ANYWHERE ELSE -- WITH RELATION TO BOTH EXACT DUPLICATION AND PARALLEL USAGE.
If an exact duplication of a given application in your
territory is revealed, your procedure is obvious -- you go out after the prospective user.
But the successful salesman doesn't stop there. He finds
other prospects by associating an application with a similar basic
use,
That's how the Willys market has been built up -- and that's
how you can continue to build it up.
Consult the actual examples of applications in this section,
Remember them. But in addition, use your imagination in associating the great variety of uses with activities going on in your territory
Do more than scratch the surface. Dig in -- uncover more and more prospects and sales,
The functions of the vehicles as listed in this section are
divided into groups according to fields of endeavor, such as:
AGRICULTURE
MANUFACTURING
CONSTRUCTION
MINING
PETROLEUM
LUMBERING
TRANSPORTATION
SHIPPING
COMMUNICATIONS
PUBLIC SERVICE
GOVERNMENT
PERSONAL
SPORTS
But, even where none of these areas of endeavor exist, you
can, by association with the kind of work being done, still find applications.
Let's take a look at how some successful salesmen have used
intelligence, imagination, and initiative in finding uses -- and customers
-- for Jeeps.
In the Sterling areas, importing Willys vehicles is
extremely costly. However, in many cases the present methods of performing
work are also costly -- enough to warrant extra expenditures in order
to save money on the job.
A New Zealand distributor noticed that a government pipeline
project was turning into an expensive operation because of
inefficient equipment.
He went to the government officials with the story and
pictures of the Jeep-A-Trench. He easily proved that the speed and
efficiency of this equipment would cut costs to the point where it would pay
for itself in a comparatively short time.
As a result, he was able to import a number of Jeeps plus
the trenching implement.
In up state New York, a dealer had tried to sell a
well-to-do farmer a Jeep for utility hauling and as a second automobile. The
farmer was firm in his resistance to price.
The dealer took a drive out to the farm. A quick survey
showed him that the farmer was using a stationary engine for milking
machines, a tractor for plowing and cultivating, a horse and wagon for
traveling over the rough ground, and a team of horses for dragging
logs.
By proving to the farmer that he would get multiple benefits
by using the Jeep in all of these jobs, as well as in regular
transportation and hauling, the objection to price disappeared.
These are just a few typical case histories of intelligent
salesmanship -- finding customers, instead of waiting for customers to
make the first move.
In Turkey, a distributor convinced the government that Jeeps
would serve a dual purpose:
As loans to farmers for use in developing lands.
As military vehicles should an emergency arise.
Thus the Turkish Government is making full use of Jeeps to
develop their country's economy, in training a large number of Jeep
operators, and building a reserve of vehicles for military use.
An owner of a large plantation in Louisiana lived in a city
about twenty miles from his property. During the rainy season the roads
became so muddy that ordinary vehicles could not get through.
He had been traveling by horseback and on foot, taking as
much as two days to make the trip.
A Willys dealer loaned the owner a Jeep. With its 4-wheel
drive it was able to get over the almost impassible road in a matter of a few
hours. The plantation owner bought the Jeep, and the dealer was able to use the
example with many other prospects.
In Ontario, Canada, a dealer approached owners of vineyards
with the idea of selling them Jeeps for use in cultivation. He found
resistance, because of the belief that the Jeep was too wide to go between the rows
due to the space taken up by the spare tire mounted on the side.
By showing his prospects how the tire could be taken out of
the way by being mounted on the rear, he overcame the objections.
It should be a simple matter for you to analyze your market
in the same way -- not only for Jeeps, but for all the resf of the Willys
line.
On the following pages are listed many more applications. Some of them were conceived by people who had seen the vehicles in some specific action and thought of practical adaptations.
Use the lists together with the key to basic actions to help you determine adaptations for prospects in your territory.
